The Expert Insight Method™
Your business already has the expertise. The challenge is turning it into content.
Most financial services firms don't struggle because they lack knowledge.
They struggle because the people with the knowledge have other priorities.
Underwriters are underwriting. Portfolio managers are managing investments. Relationship managers are with clients. Product specialists are developing propositions.
Everyone agrees that sharing expertise is important. Finding the time to do it consistently is another matter.
That’s where we come in.
We don't ask your experts to become writers: we ask them to have conversations
This is a crucial difference that changes everything.
Rather than waiting for busy specialists to produce a first draft that never quite gets written, our senior financial services writers interview the people who know your business best.
Those conversations uncover the insight, judgement and experience that AI can’t generate and questionnaires rarely capture.
From there, we shape that expertise into content that’s clear, engaging and technically accurate.
The result is content that genuinely sounds like your business because it comes from the people who know it best.
Expert Insight Method™
1. Understand the objective, planning the topic
Every project starts with a conversation. We work closely with marketing to discuss your goals, audience and potential topics. Who are you trying to reach? What do they need to understand? What business outcome are you trying to achieve? Once a topic is defined, we understand the objectives for marketing and develop specific interview questions for the subject matter expert.
2. Structured interview
Our experienced financial services writers interview your subject matter experts, asking the questions that uncover practical experience, original thinking and commercial insight. Most interviews last around 30 minutes (or more for longer pieces). Your specialists don't need to prepare a draft. They simply need to talk about what they know.
3. Writing and refinement
Using those interviews, research and other material you've provided, we create content that's clear, authoritative and written in your tone of voice. Every piece is written by an experienced financial services writer who understands the importance of accuracy, clarity and compliance. You'll have the opportunity to review the draft, suggest changes and involve any internal stakeholders. Three rounds of amends are included.
4. Compliance review
We deliver compliance-ready copy that your compliance team will find straightforward to review, to accelerate sign-off.
5. You publish insightful, powerful marketing content
You'll receive unique, compelling content that can be repurposed across multiple channels.
"Wouldn't it be cheaper to use AI?"
Wondering whether it would be cheaper to do this internally with AI? We’ve broken down the internal time and cost involved. View the comparison.
Why this approach works
Marketing teams tell us they face the same challenge time and again.
They know what content they want to publish. They know who has the expertise. The difficulty is creating enough time for those experts to sit down and write.
Our interview-led approach removes that bottleneck.
Instead of asking busy specialists to produce finished copy, we capture their expertise efficiently and transform it into content your audience will actually want to read.
The result is that your marketing plans don’t depend on whether your experts have time to write.
Why our clients keep coming back
We’ve worked with financial services organisations for more than twenty years.
Clients return to us because we combine editorial expertise with genuine sector knowledge.
Just as importantly, they tell us we’re straightforward to work with.
No egos. No unnecessary process. Just experienced financial writers who understand your market, ask pertinent questions and consistently deliver high-quality work.
Typical projects
Our clients ask us to support projects including:
- Building thought leadership programmes
- Creating knowledge hubs from scratch
- Website redevelopment projects
- Annual and ESG reports
- White papers and technical guides
- Customer education content
- Adviser and broker communications
- Case studies
- Regular editorial support for busy marketing teams
A partner you can rely on
A simple way to see if we're a good fit
Working with a new partner shouldn’t feel like a leap of faith. That’s why many clients begin with a single test piece. Our Expert Insight Pilot is designed to give a risk-free way to see if we’re a good fit.
One agreed brief. One experienced financial services writer. One fixed fee (£600+VAT). No contract or ongoing commitment.
Please note that at certain times of the year, we are exceptionally busy, so request your piece as early as possible to avoid a long wait.
Frequently asked questions
Will the content be any better than what we already produce?
That depends on what’s missing from the current process. If your team already has the time, subject access and specialist editorial capability to produce strong content consistently, external support may not improve it.
Our value is greatest when good internal knowledge is not making it into the finished work. We interview the people who hold that knowledge, identify the strongest argument and develop it into content with a clear purpose. The result should contain real experience, useful examples and a recognisable point of view, rather than information that could have been assembled from the same public sources as every competitor.
The £600 Pilot gives you a practical way to compare the finished article with your existing output before making a larger commitment.
Will the article sound like us or a like the ghostwriter?
The article begins with your organisation’s expertise, not with a generic content template. We use the expert interview to understand the language, experience, opinions and examples that make the perspective genuinely yours.
Our writer then shapes that material for the intended reader and develops it in your organisation’s tone of voice. Your expert and marketing team review the draft for accuracy, nuance and brand fit, with three rounds of amendments included in the Pilot.
We do not manufacture a point of view on your expert’s behalf. We help them express the point of view they already have without asking them to become a writer.
What if our subject-matter expert isn’t good at interviews?
They don’t need to be. Our writers prepare the questions, guide the discussion and ask follow-ups when an answer needs an example, explanation or evidence.
Experts often assume too much knowledge, use technical shorthand or overlook what is most interesting about their own experience. A senior interviewer recognises where to slow down, probe further or approach the subject from another direction. Even a cautious or concise expert can provide valuable material when the conversation is properly prepared and managed.
Your expert’s job is simply to share what they know. It’s our job to find the useful material and turn it into content.
Will the article pass Compliance?
Your organisation retains responsibility for formal Legal and Compliance approval, so no external writer should promise that a piece will automatically pass review.
What we always do is write with regulatory scrutiny in mind, from the beginning. Our financial-services writers understand the need to avoid unsupported claims, careless certainty, ambiguous language and oversimplification. We also respond to stakeholder feedback and include three rounds of amendments in the Pilot.
The objective is not to bypass Compliance. It is to give reviewers a clear, carefully developed draft and reduce avoidable friction during the approval process.
We already have a content team or agency. Why would we need you?
You may not need to replace either. We often create the most value as an extension of an existing team, providing specialist capacity for work that is difficult to deliver internally.
That might mean interviewing senior experts, handling technically complex subjects, supporting a peak in workload or building a more dependable thought-leadership pipeline. Your internal team retains control of strategy, campaigns, brand and approval. We take responsibility for turning the expertise into finished content.
The service is intended to strengthen a capable team, not imply that its existing people or suppliers are inadequate.
Why use Alex Genn Copywriting rather than a freelancer or general agency?
We combine direct access to a senior writer with the range and capacity of a wider specialist team. Alex Genn Copywriting has 25 senior-level writers, each with at least 15 years’ experience, and we match the writer to the subject and asset required.
Unlike a general agency, financial services is not an unfamiliar account that must be learned from the beginning. And unlike relying on one individual, you have access to a broader range of specialists and more dependable capacity. Alex remains involved and oversees every project.
There are no junior writers learning on your brief and no unnecessary account-management layers between you and the person doing the work.